It’s not just gorgeous old NYC photos that are challenging the perception that social media is just for real-time news that can’t wait around for traditional media outlets to break the story. When it rolled out its Open Graph integration last year, London’s Independentlearned that several quirky stories from the late 1990s were the most shared stories of the early 2010s.

This goes for all social platforms… keep your copy short and let the images and links do your talking. If this is too daunting, or if you don’t have the type of content that would fit this approach, you may want to rethink whether Tumblr’s the best medium for you to reach your fans.

See also Target’s use of Tumblr to support limited-time social media events such as its recent pop-up store to support the launch of the Missoni line.